New potions bar to open in Myrtle Beach. Here’s what the magical store offers
A new business is bringing magic to Myrtle Beach with a wand and potions bar.
The Cloak and Wand is set to open at Broadway at the Beach, 1325 Celebrity Circle, in late May or early June, according to its Facebook post.
Construction has begun on the fantasy store, which will take over the former Kentucky Mist Distillery space.
The family-friendly store, which has two other locations in Mystic, Connecticut, and New Hope, Pennsylvania, is an immersive shop dedicated to wizarding and fictional characters, said Ellie Greenberg, CEO and founder of Wonderlosity.
“When you go, you feel like you’re being transported into a fantasy world,” Greenberg said.
The retail shop will have a potion bar filled with non-alcoholic drinks where people can create cold and hot potions, Greenberg said. The “cold” potions are custom sodas while the “hot” side are hot chocolates, such as a recent recipe posted for Witchful Thinking Potion made of tiramisu and chai dark hot chocolate and topped with marshmallows and an edible witch hat.
Customers can choose from the shop’s specialty potions or create their own mystical brew. For each one they create, they will get a spell that goes with it, Greenberg said. The potion bar has 64 ingredients to choose from, according to its website.
The cloak and wand side of the store allows shoppers to choose their own wand that is magical and to adopt magical creatures.
“It’s an experience,” Greenberg said of the store.
This story was originally published February 28, 2026 at 5:00 AM.
